STORY TELLINGWhat it Means for Your Marketing
How to Sell It
I’m James Carson
I run a Content Strategy consultancy.
I work with publishers, brands and agencies.
I offer services in Content Strategy & Planning / Relaunches / Social Media / SEO STRATEGY
@mrjamescarsonhttp://uk.linkedin.com/in/jacarson85www.carsoncontent.com
About Me…
Story Telling…
…is this a joke?
MARKETING
What Do These Films…
…Have in Common?
A young and often naïve individual…
Whose life seems on a defined path…
Encounters something unexpected…
Which forces his life into the unknown…
A mentor shows him the ways of this unknown
There are a series of new challenges…
They overcome a final ‘boss’ and win…
They are absolved and reborn…
Which forces his life into the unknown
Encounters something unexpected
A young and often naïve individual
A mentor shows him the ways of this unknown
There are a series of new challenges
The hero meets a final ‘boss’ and wins
He gains absolution or reward
Once upon a time there was ___. Every day, ___. One day ___. Because of that, ___. Because of that, ___. Until finally ___.
Pixar’s 21 Story Rules #4
That’s What These Films…
…Have in Common
These Narratives Transcend Time
And Nations
The Monomyth
Alright Shakespeare…WTF DOES THIS HAVE TO DO…
WITH MARKETING?!?
QUITE A LOT
I THINK
What Do These Books…
…Have in Common?
ADVERTISING IS
DEAD
IT’S THE COMING OF AGE OF
CONTENT MARKETING
THE HERO WITH A THOUSAND FACES
My name is not…
MAXIMUS
DECIMUS
MERIDIUS
I am not the Commander of the Armies to the North
MY STOCK PHOTO IS WHAT CAME UP ON GOOGLE IMAGES FOR “SALES REP”
AND MY COMPANY IS REALLY BORING
Is It?
260 EPISODES
20 SEASONS
130 HOURS
SELLING MARKETING SOFTWARE
JIM IS BORED
A 28 year old marketer living in Leeds, working for an e-commerce mattress supplier
Company of 30, works in a team of 3 and is the middle in line
Feels he spends too much time on reporting, not enough time on marketing
Lack of company understanding of data renders the reporting meaningless
He only has excel to produce reports, and has had no formal training
?
Persona Behaviour• Uses Twitter sparingly. • Often on Facebook during work hours. 3-5 hours
a week.• Occasionally reads blogs, but doesn’t subscribe
to any.
• Likes football and going out on weekends.• Unsure of work future and does not have big
aspirations.
HOW DO WE SOLVE A PROBLEM LIKE JIM’S?
We should set up a blog, and a Twitter, and
a Pinterest, and an Instagram!!!
HEY LOOK, NO ADS!
HE’S ON HERE A LOT
Advertise tutorials & alternativesSurvey his problemsOffer him rewards
Interrupt And Act As The Mentor
Explain Your SolutionGet Him
Subscribed
This solution would solve my problems, BUT I
don’t know if my bosses
would buy into it.
Challenges
It’s just another tool,
there’s no real reason for
anyone to look at it…
DELIVER INFORMATION:Getting management buy in for our solutionHow to get everyone using our solution
Overcome the bossHelp him build the case
I understand these much better than
boring reports!
I can get a snapshot of key metrics without asking anyone!
FROM…
TO…
What’s The ROI On That?
AWARENESS
CONSIDERATION
CONVERSION
LOYALTY
ADVOCACY
NOTHING NEW HERE
Action Reaction Nonfinancial Impact
FINANCIAL
IMPACT
The Investment Return Relationship
INVESTMENT
Don’t Sell Tactics Let’s do some
infographics!
CONSIDERATION
This Doesn’t Happen MuchI want an
iPad stylus…
Woohoo!
A Story About What I Did…I want an iPad
stylus but know nothing about
them There’s always too much choice online… I need
to talk to someone…
The Apple Store will sell them… Sorry we don’t sell
them, but Selfridges do…
Bricks and Mortar…
£30… they’ll be cheaper online
Hmmm…. Too much
choice
Okay… now I know what to get…
We Rarely Behave Like This
Search££
Conversion
I want somethin
g…
So I’d Rather Not Sell That Way…
Sell A VisionAWARENESS
CONSIDERATION
CONVERSION
LOYALTY
ADVOCACY
50% INCREASE IN BASIC SUBSCRIPTION CONVERSION
100% INCREASE IN ORGANIC WEBSITE TRAFFIC IN 3 MONTHS
CREATION OF MEASURED ADVOCACY PROGRAM (30 BRAND AMBASSADORS)
25% INCREASE IN ADVANCED SUBSCRIPTION CONVERSION
10% INCREASE IN AD SPEND TO DELIVER 15% PAID TRAFFIC INCREASE
And Strategy For The VisionAWARENESS
CONSIDERATION
CONVERSION
LOYALTY
ADVOCACY
FACEBOOK AND GOOGLE ADS SETUP AND MANAGEMENT
SALES CALLWHITE PAPERONLINE CHATARTICLES
WHITE PAPERUX IMPROVEMENTSUPPORT THE SALES PROCESS
REWARDS FOR RENEWAL
COMMUNITY MANAGEMENT
The Monomyth
THIS DOG IS THOUSANDS OF YEARS OLD
HE JUST HAS SOME NEW TRICKS
THANK YOU
ASK ME ANYTHING (WELL, NOT ‘ANYTHING’)